Around 50% of all video ads served on YouTube are now skippable, according to the video platform.
YouTube rolled out the skippable format, called In-stream, last December as the first of a series of interactive video ad formats launched under the TrueView umbrella brand.
The In-stream format lets viewers skip the ad after five seconds and is charged on a cost-per-view basis. This means advertisers are only charged for the ad if it has been watched In full or for at least 30 seconds.
